Core Module

Pharmaceutical Marketing for non-Marketers

Who will benefit

Recommended for anyone working in a marketing-associated role, including medical, regulatory, finance, market access, health economics, business affairs.

Topics covered

  • Introduction to pharmaceutical marketing
  • Overview of pharmaceutical marketing strategy and strategy tools
  • Segmentation and targeting
  • Product positioning
  • Marketing and promotional mix
  • Role of market research
  • Structuring a marketing plan
  • Execution

Core competencies

  • Appreciation of the role of marketing within the pharmaceutical and life sciences industries and its specialties
  • Understanding what a good marketing strategy looks like and how to develop one
  • Insight into how to better understand your customers
  • Understanding how marketers develop a powerful implementation plan using the marketing mix and its link to strategy

Learning outcomes

Completion of this module will provide you with a thorough understanding of the key principles, processes and terminology relating to marketing, enabling you to work effectively with other members of your team, or business unit, and deliver successful marketing activities for your company, customers and patients.